Title: EXPLORATION OF OBSTACLES AND OPPORTUNITIES FOR MARKETING LUDRUK PERFORMING ARTS (Study of the Surabaya Ludruk Irama Budaya Group)
Author: IKHWAN KHOLID
Item Type: Thesis (Thesis)
Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
Ludruk art performances are one of the original cultures of East Java, especially Surabaya. One of the ludruk art performance venues in Surabaya is at the People's Entertainment Park (THR) and one of the ludruk groups that performs regularly there is the Irama Budaya ludruk group. The problem is that current ludruk art performances are less popular with consumers because of the large number of competitors and the very rapid development of technology which offers interesting entertainment to consumers. The approach taken in this research is qualitative research using the case study method. The aim of this research is to make ludruk art performances into shows that are worth selling by looking at the problems or obstacles faced by the Irama Budaya ludruk group and looking at opportunities that can be developed from ludruk art products. The conclusion obtained from this research is the inability of ludruk managers and artists to produce and offer ludruk art products that consumers expect, which is caused by the reluctance of ludruk artists themselves to develop and improve existing art products, the problems faced by ludruk managers and artists in an effort to produce and offer quality ludruk art products are: place, people, supporting equipment, story innovation, and promotions that suit the target market.
Keywords: ludruk art performance, marketing management, product attributes, target market
Sources: http://repository.unair.ac.id/64989/
